Advertisers already taking advantage of Net radio's enhanced delivery and metrics, says Summit panel

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Issue Date: 
Oct 2 2012 - 12:45pm

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Maybe the most enthusiastic endorsement of Internet radio for advertising came from panelist Taylor Wood (pictured right), National Radio Supervisor at Group M. Discussing how campaigns delivered on digital channels generate so much data beyond simple "impressions," he said, "It's bringing a life to radio that's never existed before. We're finally able to capture actions that are taken off of our audio messaging," e.g. "retweets" and Facebook "likes" generated from campaigns. "We need to be capturing all this data," he continued. "Clients aren't used to getting all this data back on their buys."

Michael Theodore, Vice President, Member Services at the IAB moderated the panel "Identifying Opportunities for Advertisers in Internet Radio" at our recent RAIN Summit Dallas event.

The panelists agreed that advertisers have exited what Theodore called the "101" phase in that most we're well aware of the Internet radio medium, and the advantages of the platform. Panelist Karen Cuskey (left) of TBS Promotions said while most clients look initially at a campaign's click-thru rate (to see if the targeting is correct), they quickly want to know more. "Not just 'What's the quatity,' but 'what's the quality' of those clicks? We're looking for lead-generation: are you giving me your name, are you interested in my product, am I actually selling, and if I'm selling, what's my ROI against what I just spent to find you?"

Cuskey made a point for how mobile device-centric the audience has become ("Everything we do is mobile, we're all mobile."). She described a particular Pandora campaign that incorporated a "click-to-call" instant reponse mechanism. With all the tracking involved, she explained, the client could monitor response to the campaign and adjust along the way.

What's good about that, added JWT's Lee Triggs (right), also a panelist, is that with digital, you can test programs on mobile first, before introducing it into other media.

Woods described another unique campaign on Pandora. Pandora develed a custom station for realtor Century 21. But as the client couldn't envision a consumer actually wanting to tune in to a "Century 21 Radio," they suggested keeping the channel private as an internal tool for sales agents, with its custom playlist, Century 21 ads, and customized player. Agents now use it during open houses, and the client feels it portrays Century 21 as creative and unique.

The fourth panelist, Shannon Haydel (left) of The Richards Group, offered attendees some advice: "Think about the (overall) change in (consumers') media consumption." She suggests media planners "start looking at digital and mobile as parts of your overall plan."

"But don't put it in your plan simply because it's 'new & cool,' added Woods. "Know what you're doing, make sure it speaks to client's needs, and develop a custom solution for the client."

Please listen to the entire "Identifying Opportunities for Advertisers in Internet Radio" panel via SoundCloud below (that's moderator Michael Theodore in the photo), and watch for more from RAIN Summit Dallas.

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